In my Global Retail Marketing class this week, my professor mentioned what I think is a brilliant development in the hospitality industry and branding: the announcement of a joint venture by IKEA and Marriott to create Moxy Hotels, a millennial-geared, low-cost, Scandinavian-designed, quality hotel brand.
It’s a move that combines two of my favorite brands (and Nordic Hospitality and Inter Hospitality Holding) into a concept that I can see blossoming. Having stayed in various Marriott hotels around Europe (thanks to a loyalty to Marriott’s rewards program) with my parents, I believe there is a very viable opportunity to address the young traveler’s needs with a much more tailored and streamlined experience. For example, when I travel, I want to do everything myself. Hotel staff that offer to unload or take up baggage, or just do it without asking and then expect to be tipped, merely annoy me. If I want a refreshment, I can raid the Elite Lounge all by myself, thank you. Moxy will have the least amount of staff of any Marriott brand by addressing this insight with a 24/7 self-service Market, among targeted adaptations. The hotels also offer a much-appreciated focus on modern technology with free internet, computers from this decade, USB port plugs, speakers, and mobile options.
What does my generation really need in a room in Europe? A place to sleep, refresh yourself, safely stow belongings, and check in digitally. Moxy rooms do not have desks, typical wardrobes, or unnecessary space. My take on the reasoning behind it? 1) Unless I am studying or doing something office-related, I work on my bed or on the couch. 2) Traveling implies living out of a bag, unpacking increases the potential to leave something behind. 3) When you’re spending the whole day in a beautiful European city, who cares if your hotel room has some extra floorspace?
In my opinion, Moxy will be the cool, updated, reliable, and chain version of classic hostels. My mother always thought my desire to stay in hostels and travel at super low costs across Europe was overly romanticized and unrealistic, but I think Moxy fulfills that need. Youth-geared hostels, at the same or even higher prices, are often unreliable in terms of cleanliness, privacy, and safety, but the quality guarantee of the Marriott brand with the Moxy concept solves Mamma Derback’s objections.
On an additional note, my environmentalist side is very happy to report that each Moxy Hotel will try to meet Marriott’s commitment to LEED Gold Certification from the U.S. Green Building Council. A healthy dose of corporate social responsibility is important to any millennial-geared project.
The first Moxy to open will be by Milan Malpensa, an airport that I’ve frequented a decent amount in the past few years, and will quickly spread through many of my favorite cities and cities on my list including London, Edinburgh, Berlin, Amsterdam, Malmo, Liverpool, and Dublin. Sign me up!
anchored & adrift 